Elsa Järbur, Junior Strategist at Systembolaget, and Jonas Grönstedt, Head of Strategy at Systembolaget, held a presentation about Systembolaget and the importance of engaging customers in the vision statements in a company.

Students were then tasked to answer two questions;
● What makes companies succeed in engaging their customers in their vision?
● Is there anything in our vision that needs to change in order to better engage our customers?

Some suggestions presented by the students were to highlight an emotional aspect, telling a story behind the message, and include alcohol-free drinks in the vision in order to normalize non-alcoholic drinks.

Maya Hariz, Key Account Manager, Systembolaget's Retail Club